Is Sense of Beauty a Must or a Plus? The Influence of Product Aesthetics Preference on Consumer Choice

摘要

1.Is the consumer's product aesthetic preference predominated by himself/herself? Or derived from the decision of pair-choice process while purchasing product;2.Does the way of derivation from the decision situation lead the related result of consumer's product aesthetic preference? Or there will be different response of product aesthetic preference among consumers due to their difference of aesthetic sensibility even the way of derivation equal.3.Which combinations of product aesthetics attribute do consumers want? Will this aesthetic attribute predominate consumer choice decision?